2011 Ford Fiesta Bi-Generational Review

Like it or not there’s a new small car in your future. And
there’s currently not a better choice than the 2011 Ford Fiesta. This
classy vehicle has made the trip from Europe, with sales of over 700
thousand units, to the U.S. where it’s gone through an effective
Americanization transition to go on sale this summer.

If you haven’t seen the Fiesta commercials, Face Book,
Twitter, web pages and other new media yet … get ready it’s
coming to you soon, very soon. During the recent media introduction of the
cute new 2011 Ford Fiesta, a Ford executive noted the Fiesta would have
great appeal to two demographic groups: millennials and boomers.

That’s a generous marketing divide for one car. Appealing to
both the young and aging generations seemed a bit oxymoronic to me given
the dissimilar likes, needs, characteristics, dislikes, attitudes,
resources and group personalities of each. Would it work, did it work?

That was my focus during the test drive of the Fiesta – but
admittedly as a geezer I had just one point of view -- but made certain my
co-driver-reviewer was from the youthful group. That’s why this is a
‘he said and he said” review and is, we believe, a fair test of
the Fiesta’s driving characteristics, design, interior and feel.

2011 Ford Fiesta Promise

Based on Ford’s press material these are the key points of the
Fiesta:

Has an expressive, vibrant design with sharp reflexes that will
redefine U.S. small car customers’ expectations.

Offers 15 class-exclusive features, adding luxury and convenience
usually found in vehicles at significantly higher prices.

Delivers projected best-in-class safety, fuel economy of up to 40
mpg, high tech SYNC connectivity and an expressive color palette inside and
out.

Good value pricing and warranties.

And here’s how it delivered to both markets using Ford’s
own descriptions.

2011 Ford Fiesta Exterior Design

Ford said:Kinetic design imparts a sense of movement –
even while standing still – harmonizing character elements to reflect
global Ford identity, enabling Fiesta to project an air of confidence,
style and individuality. Fiesta targets a youthful
“design-progressive” mind-set, a consumer group that values
style and diversity in both hatchback and sedan models.

Ford said:Fiesta is as dramatic on the inside as it is on the outside. Boldly sculpted surfaces, contrasting colors and comfortable, supportive
materials make the interior as individual as the driver. The instrument panel centerstack – focal point of the new Fiesta interior –
was designed to feel as useful and familiar as the keypad on a mobile phone.

We said:

Millennial Opinion Boomer OpinionAwesome. Very cool Never seen anything like it. Nice.
More room than I imagined Could be cramped for ample sized people
Love the colors and materials A couple OK, some too wild
Easy in and out Have bad knees, too low for easy in/out

Millennial Opinion Boomer OpinionLoved the bucket seats Could be cramped for ample sized people
Back seats okay Will be good for carriers and grand kids
SYNC is sensational Difficult to use
Lighting very cool. Ditto cup holder size What’s a Red Bull and Big Gulp?

2011 Ford Fiesta Driving Experience

Ford said:Big results from a small package are possible with new
technologies in a new global engine, a 1.6-liter DOHC I-4 engine with 120
horsepower at 6,350 rpm and 112 ft.-lb. of torque at 5,000 rpm. Spirited
performance and fuel efficiency are signature attributes, with Fiesta
delivering projected best-in-class highway fuel economy of up to 40
mpg.”

Millennial Opinion Boomer OpinionLiked the stick shift version Automatic is easier and improves MPG
Fun city driving and on the road too Effortless easy and fun for daily driving
Sticks to the road on curves and straights Never push a car while I’m driving
Power when it’s needed – runs nice No worries about merging on expressways

2011 Ford Fiesta Safety and Noise

Ford said: 50 percent of Fiesta’s welded body structure is
made from high-strength steel, with ultra-strong boron steel used in
several critical areas. Fiesta safety is enhanced by an array of features
including dual-stage first-row airbags, a class-exclusive driver’s
knee airbag, side airbags and side curtain airbags. AdvanceTrac® with ESC
(Electronic Stability Control) is standard on Fiesta, along with seat belt
pre-tensioners and rear door child safety locks.”

“Noise, vibration and harshness control is taken to a new
level of quiet for this segment, helped in part by a specially laminated,
class-exclusive windshield that was chosen to help absorb and contain
noise. Engine noise is subdued by a hood blanket, with enhanced door seals
keeping wind noise minimized. Special padding behind the instrument panel
and foam baffles mounted inside the pillars keeps Fiesta quiet. Even the
headliner material was specified for its sound-deadening qualities.

We said:

Millennial Opinion Boomer OpinionLike the high quality steel for protection A small car needs lots of safety features
Air bags crucial for safety Hope I never have to use them
So quiet it’s a personal concert hall Conversations easy to understand
ESC is sensational Many features I don’t have now

2011 Ford Fiesta Quality and Reliability

Ford said:Customers are savvy. They want expressive cars
that deliver not just great fuel economy, but also high quality, new
technologies and a fun driving experience. The Fiesta – an all-new
vehicle in North America – Ford hopes will set a new standard for
small cars. Nearly 700,000 Fiestas have been sold to customers in Europe
and Asia, since launch.”

“When developing the new Fiesta, Ford conducted
extensive global customer research. Findings clearly indicated a desire for
style topped customer lists everywhere in the world. Fiesta was developed
with customers, not just for them with fuel economy, spirited performance
and efficient use of space are universal desires across global
markets.

We say:

Millennial Opinion Boomer OpinionFord really understands our wants/needs Great to see Ford on the rise
It’s a proven vehicle fixed for the U.S. Obviously they understand small cars
Great fuel economy Good ecological responsiveness
Sets a new standard for small cars Setting new standards others will follow

2011 Ford Fiesta’s Bottom Line

There are five Fiesta models -- ranging in price from models priced from
$13,995 - $17,795, most nicely equipped. While we have differed on points,
both of us agree the Ford Fiesta is a sensational vehicle for the price and
will set new benchmarks for small cars in the U.S. Ford has delivered what
it promised and isn’t that nice. So no matter if you’re in Gen
X or Y or one of the Boomers or even a Geezer the Fiesta could be the new
car for you. In your Ford dealer’s very soon, some even are offering
a sneak peak.

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